Couple walking

Catholic Medical Center

Challenge/Objective

As the flagship service line for Catholic Medical Center (CMC), the New England Heart and Vascular Institute (NEHVI) is known for its surgical excellence and innovative treatments. A campaign was needed to reinforce NEHVI as the leading provider of heart care in southern NH, stand out among the local and Boston-area hospital competition and reinforce the CMC master brand essence of compassionate excellence.

Challenge/Objective

As the flagship service line for Catholic Medical Center (CMC), the New England Heart and Vascular Institute (NEHVI) is known for its surgical excellence and innovative treatments. A campaign was needed to reinforce NEHVI as the leading provider of heart care in southern NH, stand out among the local and Boston-area hospital competition and reinforce the CMC master brand essence of compassionate excellence.

CMC Firsts ad
CMC facebookl ad

Strategy

Working to leverage the master brand concept of “heart” and tagline “Where Heart Meets Health,” NEHVI was positioned as an innovative leader in delivering compassionate heart care. The campaign focused on education about the specific treatments offered, highlights of technologies and procedures that NEHVI was “first” to deliver and patient testimonial stories.

Strategy

Working to leverage the master brand concept of “heart” and tagline “Where Heart Meets Health,” NEHVI was positioned as an innovative leader in delivering compassionate heart care. The campaign focused on education about the specific treatments offered, highlights of technologies and procedures that NEHVI was “first” to deliver and patient testimonial stories.

CMC Firsts ad

Messaging

To emphasize the NEHVI firsts and the importance of heart care, a message of “First at Hearts and Second Chances” was woven throughout the campaign. The campaign tagline was adapted to “Where Heart Meets Innovation” to give NEHVI its own voice while aligning with the familiar master brand.

Media

A robust mix of traditional and digital channels ran throughout the campaign, driving traffic to the custom “firsts” landing page countoncmc.org. Channels included print, radio, video, digital display, social and paid search.

Media

A robust mix of traditional and digital channels ran throughout the campaign, driving traffic to the custom “firsts” landing page countoncmc.org. Channels included print, radio, video, digital display, social and paid search.

CMC creative

Results

Elevated brand awareness was achieved in the local and regional target markets with a total of 2,561,788 digital impressions served. The NEHVI service line campaign saw a 12.5% engagement rate on paid social assets, including informational and educational content.

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Click-Through Rate on Paid Search Ads

"Find a Provider" Webpage Visits

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Engagement Rate on Paid Social Assets

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